Rebecca Casson, an events management student, talks about her experience studying at Leeds Beckett and the exciting opportunity she had to work and speak at the IBTM World 2025 event in Barcelona.

Course: BA (Hons) Events Management

Tell us a bit about yourself, why you chose to study your course, and what interests you the most about the subject area?

I chose to study events management because I've always loved attending events and immersing myself in the atmosphere that surrounds them. I'm naturally organised, hardworking, and driven, all qualities that fit seamlessly into the events world.

My biggest interest lies in the corporate events sector. I'm especially passionate about exhibitions, trade shows, and conferences – settings where likeminded businesspeople come together to share ideas, innovate, and build stronger working environments. I truly believe that business events have the power to move industries forward and are essential for reaching strategic goals.

How did your opportunity at IBTM World 2025 come about?

My journey to IBTM World began after meeting Alistair Turner through working and speaking at the CHS Birmingham exhibition. Following our conversations, I was invited by Alistair to take part in a two-way interview at IBTM, discussing the IBTM Trends Report (a report he authors each year).

The session focused on unpacking key themes from the report from the perspective of a young events professional. This opportunity allowed me to not only speak at one of the most renowned global events industry gatherings, but to also represent the next generation entering the sector.

What did your experience involve?

My role at IBTM centred around speaking on the Trends Report and sharing insights on:

• Evolving attendee demographics
• Artificial intelligence's (AI) growing impact on event delivery
• Sustainability and long-term industry responsibility
• The biggest headwinds currently facing the sector

Alongside the interview, I attended a range of sessions delivered by industry leaders, each offering valuable insights into where events are heading and how we can continue designing purposeful, future-ready experiences.

What were your highlights from IBTM World?

Several sessions stood out to me and greatly shaped my understanding of where the industry is heading:

• Joe Pine explored the shift from goods to experiences, emphasising customisation and memory-making as the future of brand engagement
• Kelly McCormack, Lea Karam, and Benjamin Wymer delivered inspiring insights on anticipation, sensory planning, and Augmented Reality (AR) as tools for deeper emotional connection
• Ella Weston highlighted how meaningful, business-focused gatherings can create real outcomes when they prioritise peer-to-peer engagement over spectacle
• Julie Potash Slavin (Hesta Prynn) showed how music and mindset practices can build resilience and enhance event energy
• David Osgathorp reminded us of the importance of preparation and personal wellbeing in a performance-driven industry

What did you enjoy most about your experience?

My favourite part of IBTM was being able to contribute to a global conversation about the future of business events. Speaking on the Trends Report felt like a milestone moment – a chance to represent young professionals and bring fresh perspectives to the industry.

Beyond the stage, I loved engaging with industry experts, hearing their experiences, and learning more about the creative and strategic thinking shaping tomorrow's events. The whole experience strengthened my passion for corporate events and confirmed that this is exactly where I want to build my career.

What's next for you after graduation?

After graduating, I plan to work within the conference sector, ideally within a venue. I want to be right at the heart of events, hands-on, fully involved, and contributing to the delivery of impactful conferences that push industries forward.

IBTM has reinforced the kind of environments I want to work in: fast-paced, innovative, and filled with people who care deeply about creating meaningful business experiences.

Do you have any advice for anyone considering studying your course at Leeds Beckett?

If you're thinking about studying BA Events Management at Leeds Beckett, I couldn't recommend it enough. The course is practical, inspiring, and deeply connected to the industry. You'll gain not only knowledge, but real-world experience, volunteering opportunities, and connections with leaders across the sector.